Using Email to Reach Target Audiences and Drive Sales
The farmed salmon industry has historically been faced with issues related to overcrowded pens, overuse of antibiotics and depletion of feeder fish that are essential to the ocean’s natural food chain. Verlasso is a brand of farmed Atlantic salmon, raised in harmony with nature and with adaptive farming practices that address the industry challenges.
Food & Nutrition
Linhart PR (LPR) was tasked with helping Verlasso drive sales by overcoming long-held stereotypes to convince target audiences – chefs, distributors, retailers and consumers – that Verlasso farmed salmon is a thoughtful, healthy, sustainable and delicious choice.
As part of a well-rounded, integrated communications program, LPR created Currents, a bi-monthly e-newsletter – distributed via email – featuring high-quality content, carefully crafted to meet strategic goals. Topics include fresh takes on the Verlasso difference, interviews with retailers and chefs using Verlasso, sustainability trend information and updates, and recipes from notable chefs and foodies.
The e-newsletter gives Verlasso the ability to reach target audiences at their convenience. Since its launch in Q3 2012, Verlasso has come to consider the e-newsletter a strong sales driver for the communication program. Performance analysis confirms top chefs, media, retailers and industry influencers, who aren’t always willing or able to schedule meetings with Verlasso, are consistently opening the e-newsletter, clicking through to the website and consuming strategic content after being subscribed. In one case, Verlasso arrived at a retail prospect meeting, and the contact had a post from that morning’s newsletter printed out for reference.
Overall, the e-newsletter has: Higher-than-industry-average open and click-through rates; generated a rise in web traffic to Verlasso.com; and helped the Verlasso sales team connect and engage with important customers and prospects.